Rivet Logic Blogs

Tag: Crafter rivet

Content targeting is all about getting the right content to the right user at the right time. While targeting used to be something large companies with big budgets utilized to make incremental improvements on transactions, it’s becoming increasingly important that organizations of all sizes start looking at content targeting.

This is largely attributed to the explosion of mobile device usage, which goes beyond just another form factor to how your sites are being used. People are online more often than ever before because they have their devices with them at all times. However, they are online in shorter bursts for specific, immediate needs in the context of their daily activity. In order to hold the attention of this new type of Web consumer, we must speak directly to them with content that is relevant to who they are, where they are, and what they need or are doing.

The tricky part is understanding your users, which can range in complexity. Usually, the more specific your overall goals and interactions with your user, the easier it is. However, in most real-world cases, we find that understanding a user can be quite complex. When a visitor visits a site, we need to determine the reason behind each specific visit. To do this, we must leverage both explicit information provided by the user (or about the user provided from sources like preferences or a profile page), and implicit information based on the user’s behavior on the site and other interactions with your organization.

When it comes to user behavior, certain behaviors are more accurate in helping us understand what a user wants. Behavioral targeting projects often discuss the use of click stream analysis, but this turns out to be a pretty inaccurate indicator of what the user actually wants. On the other side are purchases, which are great in that they tell us exactly what the user wanted. However, by that time, we’ve already missed out on the opportunity to engage with the user with up sells, cross sells, and other useful information. They already have what they need and are on their way. A purchase can certainly help us during the next visit, but it’s not usually that valuable during a visit.

However, when a user’s behavior is of the engagement type, they are telling us exactly what they want. Comments, ratings, and the ability to download content are quite important. Users love these types of features because it gives them a channel to communicate with your company and community. At the same time, these types of features are also the most accurate indicators of what the user wants during a given visit to your site, often prior to a major conversion like contacting your sales department, or even making a direct purchase.

Traditional approaches in handling audience-specific content on websites include creating mixed audience pages with content that speaks to more than one audience on a given page, or creating stove-pipe websites where sections are dedicated to each audience, or a mixture of the two. These approaches make it difficult for users to get to the content they want, especially in a mobile context.

With Crafter Rivet, we can handle content targeting in a much more effective way than these older approaches. Crater Rivet supports dynamic content through the use of templates, which along with the help of other components in the system, can make decisions about how, when, and what content to serve to any given user.

Content targeting in Crafter Rivet relies on a rules engine. The rules engine has access to information about the user which can be acquired from the user profile – populated by the user through a profile Web form, a CRM system integration, or other data source – location provided by the browser, social graph through Facebook integration, user activity tracked and recovered from analytics integration, and so on. Using these data points, the rules engine will work in conjunction with the template engine to create a unique, personal experience for each user or type of user.

To learn more about how Crafter Rivet can address content targeting, visit crafterrivet.org.

Content targeting is all about getting the right content to the right user at the right time. While targeting used to be something large companies with big budgets did to make incremental improvements on transactions, it’s becoming increasingly important that organizations of all sizes start looking at content targeting.

Mobile devices have drastically changed the internet landscape, and the change they’re bringing is moving very fast as mobile use of the internet is expected to take over desktop use by 2014. And it’s not just about people visiting your sites on a different form factor, but also how they use your sites. People are online more often than ever before, but in shorter bursts for specific, immediate needs in the context of their daily activity. In order to hold the attention of this new type of Web consumer, we must speak directly to them with content that is relevant to who they are, where they are, and what they need or are doing.

So how do you tailor your website to deliver targeted content to specific audiences? Traditional approaches to handle audience specific content on websites include creating mixed audience pages with content that speaks to more than one audience on a given page, or creating stove-pipe websites where sections are dedicated to each audience, or a mixture of the two. These approaches make it difficult for users to get to the content they want and need efficiently, especially in a mobile context.

In our most recent webinar, we discussed in detail what content targeting is and how our Crafter Rivet WEM solution enables delivery of real-time, dynamic and personalized content based on visitor profiles, behavioral patterns, social graphs, and more.

To learn more, a recording of the webinar is available on our website, and the slides are available here.

We all know the importance of creating engaging and content-rich websites to keep up with the demands of the modern day user. New websites often need to be created quickly to satisfy a variety of business needs – new product launches, events, marketing campaigns, and more. The process should be hassle free, intuitive and user-friendly for content authors and publishers.

This is why we developed Crafter Rivet, our award-winning Web experience management application built on Alfresco 4. It provides business users with a powerful toolset for easily building rich websites.

In two recent webinars, we demonstrated some of the robust features of Crafter Rivet by showing users how to build a website from scratch with Crafter Rivet and Alfresco and how to migrate your existing website to Alfresco 4, both in just 30 minutes.

Alfresco kicked off their fiscal year with a meeting the last week of March, where Alfresco employees and partners attended two days of Alfresco-led talks on business and technical topics. The meeting centered around the message of Social Content Management, how Alfresco has progressed over the years and what the future roadmap brings.

During this conference, Rivet Logic was awarded the Alfresco 2010 North America Solution of the Year Award for our Crafter rivet open source project that has been used to successfully implement numerous, prominent, next-generation enterprise websites using Alfresco WCM.

Crafter rivet is an open source framework for building content-rich applications and provides the foundation for quickly building high-performance, flexible Web content delivery systems – delivering content that is managed by Web content management systems like Alfresco WCM.

Crafter Studio is a new extension of Crafter rivet that provides a robust content authoring environment for managing Web sites and other content-oriented Web applications. It offers in-context editing of all Web content with live preview, allowing rapid content editing, review and publishing cycles. In addition, it includes full support of Alfresco’s underlying workflow engine for content review and approval prior to publishing to production.

We are honored to be recognized for our contributions to the Alfresco community. As a long time Alfresco partner and open source advocate, we’re continuously investing our internal resources to contribute to the Alfresco and larger open source community with our forge projects.